Following a video of Franklin’s “I Say a Little Prayer” on a big screen, members of the audience – including Lopez and Camila Cabello – were reduced to tears as they remembered the iconic artist.

Madonna then spent her segment in front of the crowed rambling on about the impact Franklin had on her career.

This maybe, possibly could have worked.

Madonna could maybe, possibly have brought everything back around and used her tale as a way to depict the enormous impact Aretha had on the entire music industry.

Instead, though, she barely even mentioned Franklin by name.

At one point, for example, Madonna shared her experience at an audition where she sang Franklin’s “(You Make Me Feel Like) A Natural Woman” in a last-minute decision after she had failed to bring sheet music or prepare another song.

Okay…

She explained that she ended up belting out this track “by heart,” acapella.

And then said that the two men for whom she was auditioning didn’t believe “some skinny-ass white girl” was going to “[sing] a song by one of the greatest soul singers that ever lived.”

No one watching had any idea what this had to do with Franklin herself. It just sounded like Madonna giving herself a great deal of props.

Social media was quick to erupt with criticism for the strange, self-serving way in which The Material Girl essentially ignored the entire point of this Franklin tribute.

Madonna did end up saying at least a few nice words about Franklin.

She concluded her rambling speech as follows:

“I want to thank you, Aretha, for empowering all of us. R-E-S-P-E-C-T. Long live the queen.”

But the damage had already been done.

Some folks are even calling for an apology to be issued, as explained by these two individuals on Twitter:

I hope the vmas plan to issue a public apology for allowing Madonna to disrespect Aretha Franklin’s legacy like that #VMAs.

“I’m so lost. I thought Madonna was supposed to be paying homage to Aretha but I all heard was her paying homage to herself.